Split testing to improve Email Marketing

What email strategy do you use in your fitness club?


In order to maximise our email strategy we are testing and improving our emails constantly. We strongly believe that you must use split testing in ALL of your email campaigns. Below you can see a sample email strategy that you could follow for your club promotions.

We recommend that you firstly test your SUBJECT LINE ( the line which your customers see next to the name of the sender.

You can also test TEXT-based emails vs IMAGE based ( Remember images are often stripped because the email size is a bit bigger.)

Here is a TEST CAMPAIGN STRATEGY for you to try :

Split out from your database 4 groups of 200 email addresses.  You can use the following strategy:

Use 2 individual subject lines ……Use a text only version and one with graphics ….

1.      Subject line 1 + text

2.      Subject line 1 + graphics

3.      Subject line 2 + text

4.      Subject line 2 + graphics

Try this schedule with 3 individual emails

(You can determine different criteria which you can test but remember for precise results test just one component at the time.)

email marketing strategy3-01


After testing with the first three emails from your email string.

The winning combination of subject line and text or graphics is now sent to everyone who hasn’t received it.

Your email system then will provide you with a report on the success of the campaign ( if it doesn’t contact us and we will give you one that does.)


You can then split your list into 3 groups :

1.      Those who did not-open, – COLD

2.      Those who opened – WARM

3.      Those who clicked on your emails.- HOT

You will then create three distinct lists of emails based on their responses.

To your

  • cold leads you can offer the same content with a different subject line
  • warm leads you can send a different type of email – for example connected with time constraints – Don’t miss out on the offer , it ends on (date)
  •  hot leads you can offer a much more sales related and direct incentive to make them react on your emails

After your clients start to react on your emails you can follow the loyal customers and reward them, but this technique will be the basis of another topic for discussion

key word is Optimisation

In the next few lines, I am going to tell you precisely how successful online marketeers  do it. In all seriousness, this is probably the most potentially profitable email I have ever written for you. You may want to read these few paragraphs several times, print them out and stick them to the wall. This is, in many ways, THE secret.

They key word – and it’s not a sexy or exciting word – but the key word is Optimisation.




You’ve been sold a big lie by the internet world. The big lie is that there are one or maybe two marketing methods that hold the key to your riches. It’s all about SEO or it’s all about Facebook, etc etc.

The truth is less glamorous. But it’s far, far more exciting, if you’re willing to grasp is.

The truth is that if you really want to achieve extraordinary things with the internet, you must start obsessing about Optimisation.

What is Optimisation? Put simply, it is the process of making small to medium improvements to EVERYTHING that leads to a sale.

Here’s a simple example. Someone looking for a 6 week Beach Body Programme for a forthcoming holiday clicks on a Google pay per click ad. They arrive at a web page with copy and a video promoting the programme. They click the order button, fill out the form and buy the product. The thank you page says ‘thank you’ and confirms the order. They receive an email confirming the order. Sale complete

100 people click on the Google ad every day. Half of them watch the video in full. 10% of those buy. That’s 5 sales per day.

Optimisation is the process of testing and improving every small element in that process. That would include improving:

  1.  The keywords used on Google
  2.  The headline of the ad
  3.  The copy of the ad
  4.  The display URL in the ad
  5.  The headline on the page they land at
  6.  The copy on the page
  7.  The font and colours used on the page
  8.  Pictures and graphics on the page
  9.  The first 10 seconds of the video
  10. The rest of the video
  11. The ‘call to action’ at the end of the video
  12. The wording on the order button
  13. The colour of the order button
  14. The actual offer – including the price and bonuses
  15. The wording at the top of the order page
  16. The layout and wording and ease of use of the order page
  17. The use of testimonials on the order page
  18. The wording of the confirmation button
  19. An additional upsell offer on the thank you page
  20. The price and positioning of that offer
  21. Adding an additional purchase option in the confirmation email
  22. Writing a sequence of follow up emails offering additional items
  23. Following up on the phone with the customer
  24. Following up with direct mail with the customer
  25. Online remarketing to the customers and to people who did not buy

There are actually many more….but those are 25 to keep going.

Can you even begin to imagine the increase in profits if you achieved just a 5% increase in all 25 areas?

Going back to our example, It would be very normal for this type of optimisation to increase the clicks from Google to 150 per day, increase the numbers watching all of the video to 75% and increase the percentage who buy to at least 15%. That would produce 16 sales per day compared to 5 previously. An increase of over 200%

I have just told you how to become a marketing genius online. It is that simple but virtually no one does it.

How many of the 25 above are you focusing on?

Success is a choice. You just need to make the right choices. And stop making the wrong ones.